Journal of Media, Journalism & Communication Studies
Journal of Media, Journalism & Communication Studies (JMJCS) is an international, refereed, double-blind peer-reviewed, open-access journal covering media studies, journalism, and communication research. It publishes high-quality research papers that advance both theoretical and practical understandings in areas such as mass communication, digital media, journalism ethics, media effects, and strategic communication.
A Comparative Study of Public Trust in Traditional Media and Digital Media
Amid rapid transformations in the media ecosystem, public trust in news sources has become increasingly fragmented along traditional and digital lines. While existing research often treats media trust as a static or medium-specific attribute, it frequently overlooks how institutional practices, technological architectures, and audience perceptions interact to shape credibility judgments. This study addresses this gap through a qualitative comparative analysis of four high-profile cases between 2020 and 2024: a public broadcaster, a global wire service, a major social media platform, and a digitally transformed newspaper. Data were drawn from public opinion surveys, regulatory reports, platform disclosures, and user commentary, analyzed within a contextual trust framework. Findings reveal that trust is not determined by media type per se but by the alignment of editorial transparency, algorithmic accountability, and user agency. Legacy institutions face declining trust when unresponsive to digital audience expectations, while platforms optimized for engagement systematically erode credibility. Conversely, hybrid models integrating fact-based reporting with participatory design sustain or enhance trust. The study contributes a nuanced understanding of trust as a relational outcome in hybrid media environments, offering empirically grounded insights for journalism practice, platform governance, and media policy.
Copyright (c) 2026 Journal of Media, Journalism & Communication Studies
Bayesian Causal Identification and Modeling of Advertising Conversion Paths
Within the internet advertising landscape, the intricate interplay between user exposure, clicks, and conversions often eludes precise measurement. Conventional analytical methods typically capture only superficial causal relationships, failing to accurately depict advertising effectiveness. This paper employs Bayesian causal modelling to construct a framework for identifying and predicting advertising conversions, probabilistically characterising influencing factors at each stage. By decomposing evaluations of diverse advertising pathways using predefined antecedents and consequents, the primary pathway is identified. Experimental results demonstrate that this method enables stable inference under incomplete information, provides more rational support for advertising optimisation, and offers a fresh perspective for exploring causal relationships in digital markets.
Copyright (c) 2025 Journal of Media, Journalism & Communication Studies
Reframing Traditional Embodiment in the Digital Realm: The Gamified Transduction and Postmodern Expression of Cultural Symbols from an Affect Theory Perspective
Originating in Spinoza's philosophy and further developed by scholars such as Deleuze and Massumi, Affect Theory provides a novel analytical lens that transcends the traditional semiotic paradigm in cultural studies. By emphasizing pre-conscious, bodily, and relational intensities, Affect Theory allows for a deeper understanding of how cultural meanings are experienced and transformed beyond static signs. In the contemporary media landscape, digital games have emerged as dynamic platforms for cultural dissemination, distinguished by features such as multisensory embodied experiences, real-time interactive affective flows, and the deconstruction and reconstruction of postmodern symbols. These characteristics render digital games particularly well-suited for the generation, modulation, and transduction of affect, creating immersive experiences that engage players on both cognitive and corporeal levels. Despite this potential, there exists a notable gap in scholarly research regarding the gamified transduction and expressive mechanisms of traditional cultural symbols within digital games, especially when examined through the lens of Affect Theory. Addressing this gap, the present study analyzes representative Chinese game cases to uncover the deep mechanisms through which traditional cultural elements are effectively integrated into gameplay. The research emphasizes how postmodern expressive techniques, such as non-linear narratives, interactive symbolism, and embodied feedback loops, can mediate the integration of traditional culture into the player's operational and experiential engagement, thereby evoking bodily affect, enhancing immersion, and reshaping dynamic processes of "digital embodiment." Ultimately, this study demonstrates that the affective integration of traditional cultural symbols in games can achieve cultural communication effects that go far beyond mere visual reproduction or symbolic representation. By foregrounding affective experience and embodied interaction, the research provides critical theoretical insights into innovative pathways for cultural heritage transmission in the digital age, offering a framework for understanding how games can serve as transformative media for preserving, activating, and reinterpreting cultural traditions in contemporary society.
Exploring the Antecedents of Social Media Fatigue in the Context of Interactive Behaviours
The pervasive integration of social media into daily life has been accompanied by a growing sense of exhaustion and disengagement among users, a phenomenon widely recognized as social media fatigue. While existing research has extensively explored causes such as information overload and privacy concerns, there remains a scarcity of studies that systematically investigate the specific role of interactive behaviours in driving this fatigue. To address this gap, this study develops and tests a multi-dimensional framework integrating Uses and Gratifications Theory, the Technology Acceptance Model, and Social Network Analysis to examine how factors at the individual, platform, and social levels contribute to fatigue. Data were collected via an online survey from 150 active Chinese social media users. The results from regression analysis reveal that cross-platform social media usage, system feature overload, and social network density are significant positive predictors of social media fatigue. Conversely, the quality of social interactions exhibits a significant negative relationship with fatigue, suggesting that meaningful engagement can serve as a buffer. However, the frequency of using instant messaging platforms and participation in group interactions did not show a significant direct effect. These findings offer a nuanced understanding of the mechanisms behind social media fatigue, shifting the focus from mere usage volume to the nature and structure of interactions. The study provides valuable empirical evidence for platform designers and policymakers aiming to mitigate user burnout by optimizing interface simplicity, managing cross-platform cognitive load, and fostering higher-quality digital communication environments.
Communication Synergy and Inherent Tension of Main-Melody Literature from the Perspective of Media Convergence--A Case Study of Jiangshan Ruci Duojiao (How Beautiful Is Our Countryside)
Media convergence has profoundly transformed the communication landscape of literary works while simultaneously complicating the interplay among literature, politics, and the economy. Focusing on the reportage Jiangshan Ruci Duojiao (How Beautiful Is Our Countryside), a recipient of the Lu Xun Literary Award, this paper investigates its "One Body with Two Wings" communication model. In this model, renowned figures, prestigious awards, and leading journals constitute the core "Body," supported by the "Two Wings" of government and capital. The study finds that the work's dissemination pathway relies, to a considerable extent, on authoritative recognition within the literary field and the amplification provided by external forces. While this mechanism enhances visibility and public reach, its dependence on institutional validation and market dynamics also poses potential challenges to the autonomy of the literary field. The portrayal of the "new peasant" in the work resonates widely but simultaneously reflects alignment with mainstream narrative expectations. Consequently, this case highlights the underlying tension between literary autonomy and external influences that characterizes the seemingly successful communication of contemporary main-melody literature.
The Entertaining Sacred Land: The Turn to Popular Culture in Xizang's Official Tourism Promotion on Douyin
In the digital media era, short videos have become a major tool for the Chinese government to promote cultural and tourism development. Against this backdrop, this study investigates the official Douyin account "Lhasa Culture and Tourism", managed by the Lhasa Municipal Bureau of Culture and Tourism in the Xizang Autonomous Region. Using a multimodal discourse analysis approach, it examines how the account integrates elements of popular culture to reinterpret and disseminate cultural and tourism resources. A qualitative analysis of 255 short videos demonstrates that the account constructs narratives tailored to young audiences' aesthetics and the dynamics of the platform by incorporating elements such as popular celebrities, trending music, and viral online phenomena. Through cross-regional content co-creation and fan-economy-oriented marketing strategies, it effectively transforms cultural and tourism content into engaging and entertaining expressions, shaping an official communication image that is both friendly and relatable. This entertainment-oriented narrative exemplifies how official media adopt communication strategies that are traffic-driven, emotionally engaging, and symbolically rich. The findings offer practical insights for enhancing the promotional efforts of official accounts representing Xizang and other ethnic minority tourism destinations on short-video platforms.
Visual Appeals of Popular YouTube Short-Form Video Memes
Short-form video memes (SFV memes) have become a key medium for the creation and circulation of digital culture, yet the specific visual strategies driving their virality on platforms like YouTube Shorts remain underexplored. This study analyzes twenty top-liked YouTube Shorts using a mixed-method approach to identify how established principles of memetic appeal-such as simplicity, humor, repetition, and whimsicality-are enacted through concrete visual techniques. Findings reveal recurring strategies including bold text overlays for clarity, single-color rimmed frames as genre signals, easily trackable motions, rapid editing, sudden plot twists, and exaggerated facial expressions to generate humor and absurdity. Comparative analysis shows that real-scene memes rely on relatable framing and narrative surprises, whereas produced memes employ formal manipulations such as 3D/VFX and audiovisual synchronization. The study concludes that the virality of SFV memes emerges from the interplay of these visual strategies, offering a refined framework for understanding audience engagement and content diffusion in short-form video ecosystems.
The Content Production Logic and Algorithm Game of Bloggers' Digital Performance on Short-Video Platforms from the Perspective of Feminism
This paper examines the interaction between content production and algorithmic governance on short-video platforms, focusing on how platform algorithms, cultural norms, and user expectations shape creators’ digital performances. The study also investigates the strategies employed by content creators to adapt to and navigate algorithmic systems. Using a critical theoretical framework, the research analyzes the structural mechanisms embedded in recommendation algorithms and their implications for user behavior, labor practices, and creative expression. Findings indicate that algorithms actively influence content visibility, productivity, and user engagement, while simultaneously providing opportunities for creators to experiment and innovate within platform constraints. By exploring these dynamics, the study contributes to a deeper understanding of digital labor, platform governance, and the complex interactions between algorithms and content creation in contemporary media environments. The paper highlights considerations for platform design and policy to support effective and sustainable content creation practices.
Pathways to Establishing Local International Communication Hubs: A Media Framing Analysis of Sichuan International Communication Center's Overseas Social Media Matrix
In an era of globalization, regional actors increasingly seek to amplify their voices in international discourse. Local international communication hubs, such as the Sichuan International Communication Center (SICC), play a pivotal role in shaping cross-border narratives by leveraging digital platforms. While national-level media strategies have been widely studied, a gap remains in understanding how subnational entities construct and disseminate narratives through overseas social media. This study examines SICC's social media matrix, including Twitter, Facebook, and YouTube, to uncover the pathways through which local hubs establish global influence. The research employs media framing theory to analyze SICC's content, focusing on how Sichuan's cultural, economic, and political identity is projected to international audiences. A qualitative analysis of posts from 2020 to 2024 reveals dominant frames, such as cultural heritage promotion, economic development narratives, and crisis response messaging. The findings highlight platform-specific strategies, including hashtag campaigns on Twitter and documentary-style storytelling on YouTube, as well as audience engagement tactics like multilingual content and influencer collaborations. The study contributes to media and communication scholarship by bridging the gap between national and subnational public diplomacy research. Practically, it provides actionable insights for local governments and institutions seeking to establish effective international communication hubs. By demonstrating SICC's "glocalization" approach, balancing local uniqueness with global relevance, the research provides a replicable model for other regions seeking to enhance their soft power through digital platforms.
The Role of Social Media Metrics in the Construction of Employer Brands for Small and Medium-Sized Enterprises
In the context of information technology data transmission, social media has gradually become an important platform for small and medium-sized enterprises to shape their employer brand. Measuring the effectiveness of promotion and consumer response through social media data is an important approach, providing a basis for quantifying brand influence and adjusting operational strategies for small and medium-sized enterprises. Consistent tracking of metrics such as content exposure, user interaction, conversion paths, and emotional feedback can support corporate brand building and enhance social awareness of brand identity. This article mainly analyzes the development of an indicator system, its practical path application, and effectiveness evaluation, aiming to explore how to leverage social media data to build employer reputation and provide strategic insights for small businesses to enhance brand appeal and recruitment performance.
Improvement of Advertising Data Processing Efficiency Through Anomaly Detection and Recovery Mechanism
Advertising data processing is of great significance in the big data environment. However, the uncertainty of data and the interference of outliers often make the efficiency of the processing flow difficult. This article focuses on exploring the impact of anomaly detection and recovery mechanisms on improving the efficiency of advertising data processing. By examining current anomaly detection algorithms and recovery mechanisms, common issues in the advertising data processing stage have been revealed, including inconsistent data quality, failure to timely identify and recover anomalous data, and so on. We have integrated advanced technological achievements and developed an efficient detection and recovery plan to enhance the stability and accuracy of the data processing process. Research has shown that a reasonable anomaly detection and recovery mechanism can significantly enhance the efficiency of advertising data processing, ensure the accuracy of data analysis results, and provide important references for data management in the advertising field.
Algorithm-Driven Visual Storytelling: Emotional Guidance and Consumer Behavior
This paper examines the influence of algorithm-driven visual storytelling on Chinese women's reproductive and maternal discourses, highlighting how social commerce platforms employ emotional guidance to shape cognition and construct consumer demand. By integrating theoretical frameworks from visual storytelling, emotional economy, and demand construction, and analyzing empirical examples such as short videos and live-streamed content, the study demonstrates how algorithms activate affective responses, reinforce cognitive frameworks, and generate consumption patterns. The findings reveal that algorithmic narratives not only facilitate targeted product engagement but also subtly reshape social norms, personal identity, and self-value perceptions. The discussion underscores the significance of algorithmic mediation in contemporary digital media, emphasizing both its commercial potential and broader societal implications while identifying avenues for future research on cross-cultural comparisons, ethical design, and user well-being.
Research on the Pathways to Enhance the Ability of English Majors in Chinese Universities to "Tell China's Stories Well"
In the context of global cultural dissemination, "telling China's story well" has become a crucial strategy for enhancing the international influence of Chinese culture. English majors in Chinese universities, with their linguistic advantages, are key agents in disseminating China's stories. However, their capacity-building faces practical challenges, including insufficient understanding of cultural connotations, lack of cross-cultural communication skills, and limited practical opportunities and methods. By analyzing the current situation and challenges faced by English majors, this paper proposes a trinity pathway for enhancing their abilities. The study argues that through systematic and collaborative cultivation, English majors in China can better fulfill their role as cultural communicators, leveraging their professional English skills to present a truthful, multidimensional, and comprehensive image of China, thereby promoting Chinese culture globally.
The Role of Journalism Ethics Education in Improving the Professional Ethics Quality and Coping Ability of Graduates in Media Crisis
This paper aims to explore the significant role of journalism ethics education in enhancing graduates' professional ethics quality and their ability to handle media crises. In an era marked by rapid information dissemination and increasing challenges such as misinformation and media bias, the ethical standards of journalism professionals have become critically important. By combining theoretical analysis with empirical research methods, including surveys and case studies of journalism students and graduates, this study elucidates the core essence and objectives of journalism ethics education. It examines how such education shapes the professional concepts, discipline, responsibility, and attitudes of graduates. The research further analyzes the mechanisms through which ethics education influences graduates' moral judgment and practical skills, particularly their capacity to navigate and manage media crises effectively. The findings indicate that graduates who receive systematic journalism ethics training demonstrate stronger ethical awareness, improved crisis management abilities, and enhanced decision-making skills under pressure. Moreover, the study highlights the crucial role of ethics education in supporting the sustainable and healthy development of the journalism industry by cultivating resilient and socially responsible media professionals. Based on these insights, the paper proposes practical recommendations for optimizing journalism ethics curricula, strengthening faculty expertise, and fostering closer cooperation between educational institutions and media organizations. These measures aim to further improve the professional ethics quality and crisis response capabilities of future journalists.
The Role of Generative AI in the Evolution of Digital Advertising Products
With the widespread adoption of Generative Artificial Intelligence (GenAI) across various industries, digital advertising has emerged as a key sector demonstrating the urgency and potential of GenAI integration. Recent reports indicate that over 90% of advertisers have begun incorporating AI tools into their campaign targeting strategies. Currently, a significant portion of digital advertising content is generated using GenAI technologies. In the context of increasingly diverse and abundant data channels — including video, image, and text — GenAI is playing a pivotal role in aggregating and analyzing data to enable more precise audience targeting. Some studies suggest that GenAI-driven campaigns can achieve average cost savings of up to 20%. This paper provides a comprehensive overview of GenAI's innovative applications in digital advertising, with a particular focus on structured prompt design, multimodal content generation, behavior-driven feedback optimization, and intelligent content auditing. It explores the implementation of these technologies in automated ad content creation, personalized content delivery, and cross-lingual adaptation. Through this review, it becomes evident that GenAI is reshaping the digital advertising landscape — transforming content production workflows, optimizing targeting strategies, enhancing user engagement mechanisms, and significantly boosting industry-wide efficiency and economic value.
Decoding the Visual Language of Brand Advertising in Republican China – A Case Study of the Advertisements on Nanjing Museum's Republican Street
Serving as vital tools of cultural communication, advertisements reflect and embody the social ethos and prevailing values of the periods in which they are created. This paper focuses specifically on the advertisements showcased at Nanjing Museum's Republican Street, using them as a case study to explore the distinctive characteristics of brand advertising during the Republic of China era. By conducting an in-depth analysis of key visual elements — including textual content, imagery, and symbolic motifs — it identifies and examines fundamental features such as font styles, color schemes, graphic components, and overarching thematic messages. Furthermore, the study investigates the complex interplay between these advertising characteristics and the broader social environment of the time, considering factors such as economic conditions, cultural movements, and shifts in lifestyle. Through this approach, the research offers a unique and insightful lens for understanding the social and cultural traits that defined the Republic of China period.
Quantitative Analysis of the Quantitative Impact of Optimizing User Engagement through Content Design
This article focuses on the core issue of enhancing user engagement and explores the quantitative impact of optimizing content design on it. Based on a detailed analysis of user behavior information and in-depth exploration of content strategies, this article explains the role of emotional design, diversified media applications, and personalized content distribution in promoting user engagement. By comparing the changes in user activity before and after content optimization, the effectiveness of design improvements was quantified and practical operational methods were summarized, aiming to provide feasible strategies for improving user activity. Empirical studies have shown that optimizing content layout is an effective way to stimulate long-term user engagement, significantly enhancing user experience and platform attractiveness.
An Empirical Analysis of the Communication Effectiveness of Yi Women's Traditional Costume Digital Illustrations on Douyin
With the popularity of short video platforms, the digital dissemination of traditional ethnic culture has become increasingly diverse. This study takes Douyin as the research platform and focuses on digital illustrations featuring traditional Yi women's costumes. By collecting and analyzing data from 200 short videos using Python tools, we explore correlations between view counts, likes, comments, tag numbers, and other variables. The results show that posting time, illustration style, and number of hashtags significantly affect the dissemination effectiveness. This study aims to provide data support and strategic suggestions for visualizing intangible cultural heritage in digital media environments.
A Narrative Revolution in Vertical Framing: The Aesthetics of "Spatial Compression" and Multimodal Reconstruction in Vertical Screen Short Dramas
This study investigates the aesthetic, narrative, and engagement mechanisms of vertical-screen short dramas by integrating quantitative user behavior modeling and qualitative audience research. It scrapes user engagement metrics from 100 trending vertical-screen dramas on platforms such as TikTok and Kuaishou, and analyzes the correlations between thumb-triggered interactions (e.g., swipe speed, pause frequency) and narrative structures. A comparative case study of Twenty-Nine, presented in both horizontal and vertical formats, examines how spatial compression influences character dynamics and emotional tone. Additionally, focus groups across different age cohorts evaluate cognitive and emotional responses to various vertical narrative styles, highlighting generational differences in tolerance for compressed visual spaces. Data triangulation across behavioral modeling, case analysis, and audience reception provides a comprehensive framework for understanding how vertical framing reshapes narrative strategies and viewer engagement. The findings offer theoretical and practical insights for creators optimizing content within the evolving ecosystem of mobile-first media consumption.
The Role of Data Analytics in Enhancing Digital Platform User Engagement and Retention
This review explores the role of data analytics in enhancing user engagement and retention on digital platforms. With the rapid growth of digital platforms, user engagement has become a key factor in ensuring sustained success and long-term growth. Data-driven strategies, such as personalized content, recommendation systems, predictive analytics, and A/B testing, have proven to be effective tools in increasing user interaction and reducing churn. This paper examines the various data analytics techniques used to optimize user experiences, as well as the challenges faced by platforms, including ethical concerns regarding data privacy and the need for cross-cultural applicability. The review concludes with a call for interdisciplinary collaboration in the development of sustainable data governance practices to ensure the ethical use of user data while continuing to improve user engagement and retention.
Optimizing Journal Management to Meet the Challenge of Multi-Submission: Deep Analysis and Strategic Innovation of Review and Publication Cycle
As the competition in the academic publishing market intensifies, the phenomenon of simultaneous submission of a single manuscript to multiple journals poses a serious challenge to journal management. This paper provides a comprehensive overview of the issue and the current state of the publication review cycle. Utilizing theoretical frameworks and methodologies, it constructs a model for analyzing the peer review and publication process. This model employs a mixed-methods approach, combining qualitative and quantitative analyses, and involves data collection and preprocessing to define research hypotheses. At the strategic innovation level, this study uses both domestic and international journals as case studies to compare the effectiveness of different response strategies and to investigate the challenges they face as well as potential opportunities. Through comprehensive analysis, this paper proposes innovative strategies to optimize journal management and effectively address the issue of simultaneous submissions. These strategies promise to have a positive and profound impact on the academic publishing industry.